Hollis Sponsorship Bulletin

Russian Standard Vodka has signed a six-month sponsorship deal with Sky Movies which will see it partner VOD service Sky Movies Box Office and the Sky Movies Indie channel. 

The deal is the first TV sponsorship on behalf of the brand - which has seen strong growth since its £5 million UK launch in 2007. As is usual with Sky, the partnership also includes exposure on Sky’s online and publishing platforms. There will also be related activity via the Sky Pub Channel. 

Commenting on the deal, Russian Standard senior brand manager Joanne Birkitt said: “This deal is a massive move for us with huge investment being pumped in to the brand. Sponsoring Sky Movies will really help us engage with our target consumers and help us to build brand loyalty.”

The TV sponsorship will also have an interactive element - with viewers able to use their remote controls to access offers, competitions and related content - such as a guide to Moscow and a history of the Russian Standard brand.

Frozen food manufacturer McCain has teamed up with Sky Movies and DVD rental firm LoveFilm for a sponsorship based around the idea of a movie night in. Under the terms of the deal, both partners will promote the McCain wedges range. In the case of Sky Movies, McCain has a year-long sponsorship based around comedy movies. Idents will feature taglines imitating famous quotes such as: Frankly my dear, I don’t give a wedge. As for LoveFilm, McCain will run online banner ads on the company’s website which says: McCain Wedges and movies - a great combination.